First Choice ridiculed over 'cringeworthy' rap-themed ad

The campaign, which launched in cinemas across the UK on December 22 and made its TV debut during The Great British Christmas Bake Off on December 25, has attracted derision with descriptions ranging from the 'worst ad ever' to 'horrific', 'beyond terrible' and 'cringeworthy'.

The comments came after a member of the Facebook site Travel Gossip posted to say: "I've just seen the new First Choice advert. It's shockingly bad. Who signed that off?"

Other comments from Travel Gossipers included: 'sodding awful', 'ridiculous' and, in reference to the fact the ad features rapping, including the line 'the A to the I', one person joked: "I think Honey G must've written it'.

Comments posted on YouTube, where the advert is also featured, include: 'S to the H to the I to the T to the E', while another viewer takes issue with the use of the term 'family vacays', saying: "I thought First Choice was a British company. Since when do we say vacay?"

Another commented: "This is what happens when old white men make a rap video."

While the majority of comments have been negative, one YouTube viewer was more positive: "Love this advert. So different. So fun."

One Travel Gossiper posted: "Awful and chavvy, but memorable ... just what the company wants," while another said: "It's bad but it's got everybody talking about it."

At the launch, TUI UK and Ireland marketing and customer experience director Jeremy Ellis said: "The ad does a fantastic job of highlighting some of our key benefits - a trusted brand, value, flexibility and fabulous food - in a truly entertaining and memorable way."

My dad came home one day enthusing about a poster ad for a shirt he'd seen on Hammersmith underground station. My uncle happened to be there and asked "which brand of shirt?". Dad could not answer. "Not a very good advert then" said my uncle.

Not a great ad but not the worst at least it's lively, catchy and colourful and in a few weeks no one will care, I was in travel for many years, staff attitude, customer service, phone manner and price are what will get the bookings no one will give a S - H - I - T - E about how great or not the ad was, either way, one thing's for sure, FC will get plenty of bookings as the mass market operators always do. Holiday/sun/pool/food images (and this ad has plenty of that), is what sells the dream and get consumers buying, not mega-million pound 'clever' campaigns, people are persuaded much more by basic info.